The Week In Branded Content (May 25th)

“Moving creatives in-house is not a sustainable model over time. There’s never been a bigger need for creativity than now, and therefore, creatives are safe. Agencies have to reinvent themselves and have to go back to their roots. They have to provide strong creative products and not those value-added services that clients are becoming better at. We need the creative output.”

– Aditi Sangal / CMO of HP






Hyundai Uses Branded Content To Launch Kona; Offers Volcano Relief

Hyundai Motor America is using branded content to show off the features of its 2018 Kona SUV

The automaker and its AOR Innocean headed to the Big Island of Hawaii to film five strangers coming together to share their perspective on living purposefully. The Kona Way, presented by Hyundai, is a three-episode series that celebrates chasing meaning, instead of means, and focusing on what truly matters. It can be found on Hyundai’s YouTube channel.

BY Tanya Gazdik




Jägermeister is partnering with a sports-tech and media entertainment platform to launch a bracket-style soccer competition to engage U.S. soccer fans.

jagermeister “The Real Shot,” played on the DraftKings’ platform, lets consumers adopt a team to cheer on throughout the international soccer tournament, the FIFA World Cup, which begins June 14. The Jägermeister sports marketing game is all the more poignant as the U.S. men’s team, mainstays of the World Cup for more than a generation, were knocked out last fall of this year’s World Cup in Russia.


BY Patty Odell




‘Uncle Drew’: Branding Vehicle or Feature Film? Yes


BY Sopan Deb





By Alexandra Jardine




AriZona Iced Tea’s “Green Buy 99” NYC Pop-Up

For more than 25 years Arizona Iced Tea has been a staple in grocery stores, delis and bodegas in the US and increasingly in countries in Europe and Asia. Its 99-cent tall can has accrued a devout following and frequently appeals to early ’90s nostalgia. To celebrate it all, the family-owned, NY-based brand has launched their largest marketing effort in the company’s history—not a difficult task as the company doesn’t advertise. Their week long 99c pop-up store features bright, colorful products and cherry blossoms galore. There are T-shirts, lapel pins, caps, totes, drink bottles, skate decks and more available for purchase—all emblazoned with their different logos and styles from over the years, many available for in-store customization, and most in limited editions.


BY Evan Orenstein



Watch: Chris Pratt Spotlights Hard-Working Crew Members in “Jurassic Journals” Videos

While it’s the big name Hollywood celebrities that get all the recognition for their starring roles in major movie productions, you only have to stick around for the credits to realize just how many people it takes to pull off your favorite films. Hundreds if not thousands of men and women in all sorts of technical and artistic fields contribute in significant ways on each and every movie, but all too often the spotlight only shines on the folks who get screen-time. Jurassic World franchise star Chris Pratt is helping to remedy that in a series of behind-the-scenes videos dubbed “Chris Pratt’s Jurassic Journals.”






Genius’ Ilan Zechory: YouTube, not Facebook, is our focus for video

Genius has spent the past two years expanding beyond being an annotations site to adding original video content, with series like “Verified” and “Deconstructed.” But Genius is not betting on Facebook, once the go-to for publishers new to video. Instead, Genius has centered its strategy on YouTube, where it adds 150,000 subscribers a month and has 2.6 million total, according to Genius co-founder and president Ilan Zechory, this week’s guest on the Digiday Podcast.


BY Aditi Sangal



Barack And Michelle Obama Ink Multi-Year Content Partnership With Netflix

The Obamas are coming to a streaming service near you. Barack and Michelle Obama, who served as the President and First Lady of the United States, respectively, between 2009 and 2017, have inked a multi-year content partnership with leading SVOD platform Netflix.

According to The New York Times, the Obamas have created a studio called Higher Ground Productions, through which they will create “scripted series, unscripted series, docu-series, documentaries and features” that will stream on Netflix. Subject matter will reportedly relate to the policies Barack Obama pushed during his two terms as President, without too much focus on the man who currently holds that position.


BY Sam Gutelle




The staggering impact the royal wedding has already had on Givenchy and Stella McCartney

If you’ve been anywhere near Instagram over the past week, you will probably have noticed that your feed has been extremely royal-wedding heavy, with people all over the world sharing sweet photos of the new Duke and Duchess of Sussex. And, for the fashion brands involved in the big day, this has meant plenty of free coverage.

InfluencerDB – an influencer marketing and management platform – has calculated the financial figures behind the free advertising the fashion houses received on Instagram over the weekend (via WWD), and the numbers are fairly staggering.


BY Amy de Klerk







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